Target Market Selection in Agricultural Machinery Exports with BWM Based WASPAS Method

ÇİFTCİ, Fatma; Gürbüzer, Gökçe Bahar

Target Market Selection in Agricultural Machinery Exports with BWM Based WASPAS Method

Articles in Press

Document Type : Original Article

Authors

Fatma ÇİFTCİ ¹

Gökçe Bahar Gürbüzer ²

¹ KTO Karatay University, Faculty of Engineering and Natural Sciences, Department of Industrial Engineering

² Department of International Trade and Logistics, Faculty of Economics, Administrative and Social Sciences KTO Karatay University, Konya, Türkiye.

Abstract

The selection of export target market is not only based on marketing-mix elements its also effected by internal factors such as market share, expected profits or long-term strategy and external economic, political and environmental factor. Target‐market selection is a strategically critical decision for companies, and this decision‐making process can be conducted more systematically and objectively using multi‐criteria decision‐making (MCDM) techniques. In this context, MCDM methods offer an analytical approach that enables the selection of the most suitable alternative based on multiple criteria. In this study, an integrated MCDM model is proposed for companies to analyze their target markets. The empirical setting comprises 89 agricultural machinery enterprises exporting from Konya. Within the decision process, the importance weights of nine criteria were determined using the Best–Worst Method, revealing that Current Market Volume, Economic Structure and Future Expectations, and Agricultural Land and Climate are the most critical criteria in that order. Potential target‐market alternatives were then evaluated using the WASPAS (Weighted Aggregated Sum Product Assessment) method. According to the analysis results, Russia emerged as the most suitable target market for the study region.

Keywords

Agricultural Machinery Exports, Best-Worst Method, Target Market Selection, WASPAS Method

Subjects